bigbazaar

A

PROJECT STUDY REPORT

ON

A STUDY ON CONSUMER BEHAVIOR

AT

BIG BAAZAR

Dissertation Submitted for the degree of MIB in Business Administration

(2012-2013)

Submitted by:

Vikas Rajpurohit

MIB (Bus. Admin)

IV SEM

Department of Business Administration

UNIVERSITY OF RAJASTHAN

JAIPURAcharya Institute of Management & sciences, Bangalore Page 1

PREFACE

Training is business organization in fuse among student a sense of critical analysis

of the real managerial situation to which they are exposed. This gins them an

opportunity to apply their conceptual theoretical & imaginative skills in a real life

situations and to evaluate the results there of.

BIG BAZAAR is a name renowned name in Retail. BIG BAZAAR is now a brand

image in private retail sector. While my two month project, I was at BIG BAZAAR

to find potential of BIG BAZAAR on the presence of other retail Stores.

Practical training through experts of BIG BAZAAR gave me actual input to fulfill my

real aim.

This report is the written account of what I learnt experienced during my training. I

wish those going through it will not only find it real but also get useful information.

Vikas Rajpurohit

MIB IV SEM

Acharya Institute of Management & sciences, Bangalore Page 2

ACKNOWLEDGEMENT

It gives us great pleasure to thank and acknowledge all the concerned

people who helped us to finish this report on consumer Behavior. I

extend our sincere gratitude to Dr. Sonal Jain our Internal guide for her

valuable guidance in steering the course of the study and in the

preparation of this report.

I express our gratitude to company guide Mr. Kiran. S (Assistance Store

Manager, Big Bazaar), under whose valuable guidance and co-

operation, I conducted my studies.

I am also grateful to other Staff of Big Bazaar family center, Jaipur for

their support and encouragement. We also convey our thanks to all staff

of DCTE for their support and help to make this report successfully.

Place: Jaipur

Date: Vikas Rajpurohit


DECLARATION

I, Vikas Rajpurohit MIB IVth SEM declare that the project report titled “A

STUDY ON CONSUMER BEHAVIOR” Submitted in partial fulfillment of

the requirement for the degree of MIB (Master of International Business)

to Rajasthan University, Jaipur INDIA is my Original work and not

submitted for award of any other degree, diploma, fellowship or any

other similar title or prize.

Place: Jaipur Vikas Rajpurohit

Enroll. No.-


Department of Business Administration

UNIVERSITY OF RAJASTHAN

JAIPUR

CERTIFICATE

The dissertation entitled “A STUDY ON CONSUMER BEHAVIOR”

submitted by Vikas Rajpurohit has been return by me it is submitted for

the degree of MIB (Business adm.) Session 2012-2013.

Vikas Rajpurohit

Enroll. No.-

MIB (Business Adm.)

UOR, Jaipur


EXECUTIVE SUMMARY

Project Title

“Consumer buying behavior while Shopping”

The study of any subject is made by examining it in an organized fashion. There are

three classes of variables involved in understanding consumer behavior; STIMULUS,

RESPONSE and INTERVENING variables. Stimulus variables, such as

advertisements, products exist in both the individuals’ external environment.

These generate a sensory input to consumers. Response variables are the resulting

mental / or physical reactions of individuals who are influenced by stimulus variables.

For e.g.: - purchasing a product or forming attitudes about it could be viewed as

response variables. Many of the variables affecting consumers (such as personality,

learning, and perceptions are external situations, motives, and so forth) cannot be

directly observed.

The project “Consumer buying behavior while shopping”. Is carried out under

supervision and guidance of BIG BAZAAR. The project was about studying the

consumer buying behavior.

A questionnaire was prepared by us in order to conduct market survey. The

questionnaire was based on different parameters to judge and understand the

consumer behaviors and determine the best possible strategies which could be used

to attract customers.

The research carried out in this project was descriptive in nature. The study was

aimed at knowing the various eating habits of a consumer.

This project helped in understanding what exactly a customer looks in an eating joint

before entering it. It gave an idea about the essential factors that are required now a

day for an eating joint to attract customers in this competitive world.


We were also given a task to understand the customer eating habits, what a

consumer wants while eating in a restaurant what all a consumer look for and what

are their expectations, how can a mall owner satisfy the needs and wants of a

consumer so that the consumer may come back and the retailer can retain its

consumer.

This project helped us to figure out the different consumer eating behavior and to

understand the overall customer perception of eating in a restaurant as well as their

demand for mall.

The trend today has been to combine shopping with various offering. For e.g. apart

from shopping there are food courts, cinema theaters and even in some an

amusement centre for children.

Shopping has made people spend not just on their requirements of goods to be

bought but to look on the totally of experience have a quick bite at McDonalds in the

mall or let the kids play fun game while one is busy shopping or even taking the

family out for movie and having a dinner all under one roof. The benefits of this

totally offering are that many vendors get to have peoples patronize their offerings,

while the

Shopping experience i.e. being enhanced, more business got by the stores at the

venue. Shopping is no longer a onetime agenda for people. Various options are

opening up.


TABLE OF CONTENTS

Sl. No.

Particulars

1 Introduction

1.1 Industry profile

1.2 Company profile

1.3 Big bazaar promise

1.4 Vision, mission & core values

1.5 Board of director

1.6 SWOT Analysis

2 Introduction to marketing

2.1 Definition

2.2 Marketing strategy

2.3 Marketing Mix

2.4 Retailing

3 Introduction to consumer

3.1 Definition

3.2 Types of consumer

3.3 Model of consumer decision making

3.4 Consumer satisfaction

4 Research 0bjective

5 Research methodology


6 Limitations

7 Analysis

8 Conclusion & recommendation

9 Bibliography

10 Appendices

INTRODUCTION TO THE INDUSTRY

There is no use of PGDM unless and until the classroom knowledge is applied in real

business world in order to gain success. Practical knowledge always has got a

weight age over theoretical knowledge. Such study provides opportunity to bridge

the gap between the theory and practical. Here the student intern gets an exposure

to the real corporate world as a prelude to his corporate life. After having learn the

basics in the first two semesters Study on consumer behavior gives an opportunity to

apply them which helps the student to improve his self image and confidence and

ultimately to understand the concepts better.

This project added to my learning in many ways. This study on consumer behavior

helped me to pick up and understand the marketing strategy better. This project work

enabled to know the strength and weakness of Big Bazaar with respect to their

customer response.

The project work throws light on the strength and weakness of the company’s

consumer relations as compared to the competitors , and also intends to give

necessary information to the company to understand where they are having a good

feed back and where they are lagging behind. Here more importance is given to

learning the factors that affect the consumer behavior.


INDUSTRY PROFILE

“Retailing includes all the activities involved in selling goods or services to the final

consumers for personal, non-business use”.

-Philip

Kotler

The organized retail sector in India has a very low contribution to the entire retail

sector in the country. Hence there is ample scope for the new players to achieve

success. Large young working population with average age of 24 years, nuclear

families in urban areas, along with increasing working women population and

emerging opportunities in the services sector are going to be the key growth drivers

An organization selling directly to final consumer-whether a manufacturer,

wholesaler or retailer is doing retailing. It does not matter how the goods or services

are sold (by person, mail, telephone, vending machine or internet) or where they are

sold( in store, on the street, or in consumer’s home).

Retail is India’s largest industry, accounting for 10% of country’s GDP and around 8

percent of employment. Modern retail has entered India as seen in shopping centers,

multi storied malls and huge complexes offer shopping, entertainment and food all

under one roof. India has seen the concept of hypermarket coming of age. Players

like Wall-mart, metro have established hypermarkets in many countries. In India

hypermarket concept is in nascent stage, retailers like Pantaloons, Tata, RPG have

started hypermarket operations and they are having plans to expand aggressively to

all the regions of India.

Among all the global retail markets Indian retail market is the most expanding. This is

owing to the absence in restriction at the entry level. So, large foreign companies

can enter in the green retail fields of India.

KEY PLAYERS IN THE INDUSTRY


BIG BAZAAR

BHARTI RETAIL

RELIANCE RETAIL

STAR BAZAAR

MORE

MEGA MART

FOOD WORLD

SAFAL

COMPANY PROFILE

FUTURE GROUP

Future Group is one of India’s leading business group with multiple businesses

spanning across the consumption space. Led by its founder and Group CEO Mr.

Kishore Biyani Future Group operates through different verticals: consumer finance,

capital, insurance, leisure and entertainment, brand development, retail, real estate

development, retail media and logistics.

Apart from Pantaloon retail, the group’s presence in the retail space is complimented

by group companies, Indus league clothing, which owns leading apparel brand like

Indigo Nation and Urban Yoga, and Galaxy Entertainment ltd that operates Bowling

Co, Sports Bar, F123 and Brew Bar .

PANTALOONS RETAIL (INDIA)

Pantaloon Retail India Limited is India’s leading retail company with presence across

multiple lines of business. Led by Pantaloon Retail, the group operates over 12

million square feet of retail space in 71 cities and towns and 65 rural locations across

India. Headquartered in Mumbai (Bombay), Pantaloon Retail employs around 30,000


people and is listed on the Indian stock exchanges. The company owns and

manages multiple retail formats that cater to a wide across section of the Indian

society and is able to capture almost the entire consumption basket of the Indian

consumer.

In the lifestyle segment, the group operates Pantaloons, a fashion retail chain and

Central, a chain of seamless malls. In the value segment, its marquee brand, Big

Bazaar is a hypermarket format that combines the look, touch and feel of Indian

bazaars with the choice and convenience of modern retail.

Pantaloon Retail forayed into modern retail in 1997 with the launching of fashion

retail chain, Pantaloon’s in Kolkata. In 2001, it launched Big Bazaar, a hypermarket

chain that combines the look and feel of Indian bazaars, with aspects of modern

retail, like choice, convenience and hygiene. This was followed by Food Bazaar, food

and grocery chain and launch central, a first of its kind seamless mall located in the

heart of major Indian cities.

BIG BAZAAR

Big bazaar is the company’s foray into the world of hypermarket discount stores, the

first of its kind in India. Price and the wide array of products are the USP’s in Big

Bazaar. Close to two lack products are available under one roof at prices lower by 0

to 60 per cent over the corresponding market prices. The high quality of service,

good ambience, implicit guarantees and continuous discount offers have helped in

changing the face of the Indian retailing industry. A leading foreign broking house

compared the rush at Big Bazaar to that of a local suburban train.

Big Bazaar is a chain of shopping malls in India, owned by the Pantaloon Group and

which work on Wal-Mart type economies of scale. They have had considerable

success in many Indian cities and small towns. Big Bazaar provides quality items but

at an affordable price. It is a very innovative idea and this hypermarket has almost

anything under one roof….Apparel, Footwear, Toys, Household Appliances and

more.

The ambience and customer care adds on to the shopping experience.


“ Is Se Sasta Aur Accha Kahin Nahin !”


Line

of

business

Line

of

business

FoodFood

GMGM

Books &

Stationary

Books &

Stationary

Electronics

ElectronicsLeisure

& Entertainment

Leisure &

Entertainment

Beauty &

Wellness

Beauty &

Wellness

FashionFashion Home

TLE OF

CONTENTS

Sl. No.ParticularsPa

ge

no.1Introduction6 1.1Industry

profile71.2Company profile 91.3Big

bazaar promise131.4Vision

, mission & core values151.5Board

of director 161.6SWOT Analysis

182Introduction to

marketing202.1Definition

212.2Marketing strategy

222.3Marketing Mix252.4Retailing28

3Introduction to consumer333.1Definition343.2Types

of consumer353.3Mod

el of consumer decision

making373.4Consumer

satisfaction374Research

0bjective415Research

methodology436Limitations497Analysis51Graphical

representation of

data8Conclusion &

recommendation719Bibliography7510Appendice

s77Questionnaireome

Home

TLE OF

CONTENTS

Sl. No.ParticularsPa

ge

no.1Introduction6 1.1Industry

profile71.2Company profile 91.3Big

bazaar promise131.4Vision

, mission & core values151.5Board

of director 161.6SWOT Analysis

182Introduction to

marketing202.1Definition

212.2Marketing strategy

222.3Marketing Mix252.4Retailing28

3Introduction to consumer333.1Definition343.2Types

of consumer353.3Mod

el of consumer decision

making373.4Consumer

satisfaction374Research

0bjective415Research

methodology436Limitations497Analysis51Graphical

representation of

data8Conclusion &

recommendation719Bibliography7510Appendice

s77Questionnaireome

What's in store for you at Big Bazaar?

At Big Bazaar, you will get: A wide range of products at 0 – 60 % lower than the

corresponding market price, coupled with an international shopping experience.

Products available in Big Bazaar

GROUND FLOOR

Plastics, crockery, utensil, cosmetics, health care, body care, skin care, personal

care, home care, food items, oil & ghee, staple food, fruits & vegetable.

FIRST FLOOR

Materials Suiting & Shirting, Textiles, Saris, men’s accessories, Baby Accessories,

games (toys), footwear

SECOND FLOOR

Home decor, lights, furniture, sanitary, Electronics, Luggage, stationary, linen,

electrical accessories

THIRD FLOOR

Fun world, Food court, Star & Sitara saloon


FOOD BAZAAR

Food Bazaar’s core concept is to create a blend of a typical Indian Bazaar and

International supermarket atmosphere with the objective of giving the customer all

the advantages of Quality, Range and Price associated with large format stores and

also the comfort to See, Touch and Feel the products. The company has an

aggressive private label with its own brands of salt, spices, pulses, jams, ketchups,

snacks, home care products, personal care product etc. With unbeatable prices and

vast variety (there are 42 varieties of rice on sale), Food Bazaar has proved to be a

hit with customers all over the country.

‘FOOD BAZAAR' a division of Pantaloon Retail India Ltd is a chain of large

supermarkets with a difference. Food Bazaar represents the company’s entry into

food retail and is targeted across all classes of population. Food Bazaar replicates a

local ‘mandi’, to provide the much important ‘touch & feel’ factor which Indian

housewives are used to in the local bazaar. Food Bazaar has over 50,000 stock

keeping units which cover grocery, FMCG products, milk products, juices, tea, sugar,

pulses, rice wheat etc, besides fruits and vegetables. All products are sold below

MRP and discounts range between 2% to 20%. Fruits and vegetables are sold at

prices comparable to wholesale prices

1.3. THE BIG BAZAAR PROMISES:

1. MANUFACTURER’S WARRANTIES ON ALL PRODUCTS:

Big Bazaar promises to sell only the original products from the authorized dealers; so

that all applicable products carry the original manufacturer’s warranty. To service

any product purchased at Big Bazaar, customer can visit the authorized service

centre of the manufacturer. The invoice accompanying the product is the warranty

document.

2. GUARANTEED DELIVERY:


Big Bazaar guarantees to deliver the exact product that has selected, without

defects. In case of receiving a different product, or if the product is damaged in

transit, the customer should contact it within the stipulated time period and Big

Bazaar will ensure that it is replaced or refunded.

3. SECURE PAYMENT:

It commits to ensure that no payment misuse happens, so we work with banks and

payment gateways to ensure that your information is protected. Payments are

protected both by it and by the policies of customer’s bank, and the chances of fraud

in these channels are actually very low. Big Bazaar openly publishes its office

addresses and is part of India’s largest retail company with a presence all over India

– so you know how to contact us in person, if required.

4. OUR SIMPLE 7-DAYS RETURN POLICY:

If customer has purchased something at Future Bazaar and the product did not meet

its expectations or does not fit to his needs, then it can return the product to us; no

questions asked, as long as it is in its original packaging and accompanied by its

invoice. We will even make the return process simple for you – just contact our

customer support and we’ll arrange to pick up the product from your home.

Alternately, you can drop it off at the nearest Big Bazaar.

5. PROMPT CUSTOMER SUPPORT:

Our customer support is manned by dedicated call centre personnel, who can take

decisions and resolve your problems. They are eager to solve your problems and

are aware of the processes and means to handle them. In case they cannot solve

the problem at their end, they will trigger the required action on your behalf or advise

you the best possible method to a successful fulfillment of all your queries/issues.

Be assured that when you call us, your call is being taken seriously.


BIG BAZAAR PROMISES...

GROUP VISION:

Future Group shall deliver Everything, Everywhere, Every time for Every Indian

Consumer in the most profitable manner.

GROUP MISSION:

We share the vision and belief that our customers and stakeholders shall be served

only by creating and executing future scenarios in the consumption space leading to

economic development.

We will be the trendsetters in evolving delivery formats, creating retail realty, making

consumption affordable for all customer segments – for classes and for masses.

We shall infuse Indian brands with confidence and renewed ambition.

We shall be efficient, cost- conscious and committed to quality in whatever we do.


We shall ensure that our positive attitude, sincerity, humility and united determination

shall be the driving force to make us successful.

CORE VALUES:

Indianans: confidence in ourselves.

Leadership: to be a leader, both in thought and business.

Respect & Humility: to respect every individual and be humble.

Introspection: leading to purposeful thinking.

Openness: to be open and receptive to new ideas, knowledge and information.

Valuing and Nurturing Relationships: to build long term relationships.

Simplicity & Positivity: Simplicity and positivity in our thought, business and action.

Adaptability: to be flexible and adaptable, to meet challenges.

Flow: to respect and understand the universal laws of nature.

1.5. BOARD OF DIRECTORS

Mr. Kishore Biyani, Managing Director

Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited and the

Group Chief Executive Officer of Future Group.

Mr. Gopikishan Biyani, Whole time Director

Gopikishan Biyani is a commerce graduate and has more than twenty years of

experience in the textile business.

Mr. Rakesh Biyani, Whole time Director


Rakesh Biyani is a commerce graduate and has been actively involved in category

management; retail stores operations, IT and exports. He has been instrumental in

the implementation of the various new retail formats.

Mr. Vijay Biyani, Whole time Director

Vijay Biyani has more than twenty years of experience in manufacturing, textiles and

retail industry and has been actively involved in the financial, audit and corporate

governance related issues within the company.

Mr. Vijay Kumar Chopra, Independent Director

V.K.Chopra is a fellow member of The Institute of Chartered Accountants of India

(ICAI) by profession and is a Certified Associate of Indian Institute of Bankers

(CAIIB). His banking career spans over 31 years and he has served senior

management positions in Central Bank of India, Oriental Bank of Commerce, SIDBI,

Corporation Bank and SEBI.

Mr. Shailesh Haribhakti, Independent Director

Shri Shailesh Haribhakti is a Chartered Accountant, Cost Accountant, and a Certified

Internal Auditor. He is the Deputy Managing Partner of Haribhakti & Co., Chartered

Accountants and past president of Indian merchant Chambers. He is on the Board of

several Public Limited Companies, including Indian Petrochemicals Corporation Ltd.,

Ambuja Cement Eastern Ltd. etc. He is on the Board of Company since June 1,

1999.

Mr. S Doreswamy, Independent Director

S. Doreswamy is a former Chairman and Managing Director of Central Bank of India

and serves on the board of DSP Merrill Lynch Trustee Co and Ceat Limited among

others.

Dr. D O Koshy, Independent Director


D. O. Koshy holds a doctorate from IIT, Delhi and is the Director of National Institute

of Design (NID), Ahmedabad. He has over 24 years of rich experience in the textiles

and garment industry and was instrumental in the setting up of NIFT centres in Delhi,

Chennai and Jaipur. He is a renowned consultant specializing in international

marketing and apparel retail management.

Ms. Bala Deshpande, Independent Director

Bala Deshpande is Independent Director, Pantaloon Retail (India) Ltd. and also

serves on the boards of Deccan Aviation, Nagarjuna Construction, Welspun India

and Indus League Clothing Ltd, among others.

Mr. Anil Harish, Independent Director

Anil Harish is the partner of DM Harish & Co. Associates & Solicitors and an LLM

from University of Miami. He also serves on the board of Mahindra Gesco, Unitech,

IndusInd Bank and Hinduja TMT, among others.

INTRODUCTION TO MARKETING

THE MARKET

The concept of market is very important in marketing. P.Kotler defines a market as

an area for potential exchanges. Thus a market is a group of buyers and sellers

interested in negotiating the terms of purchase or sale of goods or services.

MARKETING:

Marketing consists of a set of principles for choosing target markets, identifying

consumer needs developing wants, satisfying products and services and delivering

value to customers and profit to the company.


Thus marketing comprises an integrated system of business activities in order to

plan, price, promote, and distribute goods and services to meet consumer needs

within the limit of society.

Definition of marketing:

P.Kotler defines marketing as a set of human activities directed at facilitating and

consummating exchanges. The essence of marketing is exchange of products and

the transaction is to satisfy human needs and wants.

Importance of marketing:

Marketing is recognized as the most significant activity in our society. Our life styles

are continuously affected by a wide range of marketing activities. Marketing alone

can put goods and services we want and need at our doorsteps.

Marketing is a vital connecting link between producers and consumers. Marketing is

directly responsible to maintain the equilibrium between mass production and mass

consumption.

2.1. MARKETING STRATEGY

PROCESS FOLLOWED

Segmentation, targeting and positioning together comprise a three stage process.

a. Determine which kinds of customers exist,

b. Select which ones we are best off trying to serve,

c. Implement our segmentation by optimizing our products/services for that segment

and communicating that we have made the choice to distinguish ourselves that way.

1. SEGMENTATION:


Segmentation involves finding out what kinds of consumers with different needs

exist. In the auto market, for example, some consumers demand speed and

performance, while others are much more concerned about roominess and safety.

In general, it holds true that “You can’t be all things to all people,” and experience

has demonstrated that firms that specialize in meeting the needs of one group of

consumers over another tend to be more profitable.

Several different kinds of variables can be used for segmentation:-

1. Demographic variables essentially refer to personal statistics such as income,

gender, education, location (rural vs. urban, East vs. West), ethnicity, and family

size. Campbell’s soup, for instance, has found that Western U.S. consumers on the

average prefer spicier soups—thus, you get a different product in the same cans at

the East and West coasts.

2. Another basis for segmentation is behavior. Some consumers are “brand loyal”—

i.e. they tend to stick with their preferred brands even when a competing one is on

sale.

3. One can also segment on benefits sought, essentially bypassing demographic

explanatory variables. Some consumers, for example, like scented soap (a segment

likely to be attracted to brands such as Irish Spring), while others prefer the “clean”

feeling of unscented soap (the “Ivory” segment). Some consumers use toothpaste

primarily to promote oral health, while another segment is more interested in breathe

freshening.

2. TARGETING:

In the next step, we decide to target one or more segments. Our choice should

generally depend on several factors:-

First:

How well are existing segments served by other manufacturers? It will be more

difficult to appeal to a segment that is already well served than to one whose needs

are not currently being served well.


Secondly:

How large is the segment, and how can we expect it to grow?

Thirdly:

Do we have strengths as a company that will help us appeal particularly to one

group of consumers?

1. Big Bazaar targets higher & middle class customers.

2. Big Bazaar specifically targets working women and home makers who are the

primary decisions maker. It is part of Big Bazaar’s new Guerrilla Marketing Strategy.

3. POSITIONING:

Positioning involves implementing our targeting. Big bazaar is positioning to its

targeting customer, middle class by giving discount offers, working women by

monthly saving bazaar and home makers by providing a wide range of food, non

food, fruits and vegetable.



2.2. MARKETING MIX

Main Aspects of Marketing Mix:

The easiest way to understand the main aspects of marketing is through its more

famous synonym of "4Ps of Marketing". The classification of four Ps of marketing

includes marketing strategies of product, price, placement and promotion. The

following diagram is helpful in determining the main ingredients of the four Ps in a

marketing mix.

PRODUCT:

In simpler terms, product includes all features and combination of goods and related

services that a company offers to its customers.

Product is the most important aspect of marketing mix for manufacturers because

products are the market expression of the company's productive capabilities and


determine its ability to link with consumers. So product policy and strategy are of

prime importance to an enterprise, and product decisions dictate the scope and

direction of company activity. Moreover, the market indicators such as profits, sales,

image, market share, reputation and stature are also dependent on them.

PRICING:

Pricing is basically setting a specific price for a product or service offered. In a

simplistic to the concept of price as the amount of money that customers have to pay

to obtain the product. Setting a price is not something simple. Normally it has been

taken as a general law that a low price will attract more customers. It is not a valid

argument as customers do not respond to price alone; they respond to value so a

lower price does not necessarily mean expanded sales if the product is not fulfilling

the expectation of the customers

Generally pricing strategy under marketing mix analysis is divided into two parts:

price determination and price administration.

Price determination is referred to as the processes and activities employed to arrive

at a price for a product including consideration of relative prices of products within

the same line, and differences in price for similar products of differing grades and

qualities.

Price administration is referred to as the activities involved in fitting basic prices to

particular sales situations such as geographic locale, functions performed by

customers, position of distribution channel members or special sales situations.


PLACEMENT:

Placement under marketing mix involves all company activities that make the

product available to the targeted customer while planning placement strategy under

marketing mix analysis, companies consider six different channel decisions including

choosing between direct access to customers or involving middlemen, choosing

single or multiple channels of distributions, the length of the distribution channel, the

types of intermediaries, the numbers of distributors, and which intermediary to use

based on the quality and reputation .

PROMOTION:

Promotional strategies include all means through which a company communicates

the benefits and values of its products and persuades targeted customers to buy

them. The best way to understand promotion is through the concept of the marketing

communication process. Promotion is the company strategy to cater for the

marketing communication process that requires interaction between two or more

people or groups, encompassing senders, messages, media and receivers


Limitation of Marketing Mix Analysis (4Ps of Marketing)

Despite the fact that marketing mix analysis is used as a synonym for the 4Ps of

Marketing, it is criticized on the point that it caters seller's view of market analysis not

customers view. To tackle this criticism, attempted to match 4 Ps of marketing with 4

Cs of marketing to address consumer views:

Product : Customer Solution

Price : Customer Cost

Placement : Convenience

Promotion : Communication

2.3. RETAILING:

“Retailing includes all the activities involved in selling goods or services to the final

consumers for personal, non-business use”.

-

Philip Kotler

RETAIL STORE: this is a place where all the things are available under a one roof

in a organized manner according to consumer needs.

1. Merchandise assortment

The company was looking for a solution that would bring all of its businesses and

processes together. After a comprehensive evaluation of different options and

software companies, the management at Pantaloon decided to go in for SAP.

Some of the qualities of SAP retail solutions are that it supports product

development, which includes ideation, trend analysis, and collaboration with partners

in the supply chain; sourcing and procurement, which involves working with


manufacturers to fulfill orders according to strategic merchandising plans and

optimize cost, quality, and speed–variables that must be weighted differently as

business needs, buying plans, and market demand patterns change; managing the

supply chain, which involves handling the logistics of moving finished goods from the

source into stores and overseeing global trade and procurement requirements;

selling goods across a variety of channels to customers, which requires marketing

and brand management; managing mark-downs and capturing customer reactions,

analyzing data, and using it to optimize the next phase of the design process.

2. Visual merchandising

Visual merchandising supports:-

a. sales

b. retail strategies

c. communicates with customers

d. communicates image

e. supports retailing trends.

Visual merchandising includes:-

A. Interior merchandising

It includes danglers, signage, standees, distribution of pamphlets, which gives details

about the offers.

Display, point of purchase, fixture, equipment and furnishing of store layout

Products packaging and label

B. Exterior merchandising

Advertisement on popular entertainment channels like Star Plus, Sony, Set Max, and

Star One.


Road shows carried out by the Big Bazaar staff with announcements about the offer

to make people aware.

Newspaper ads in almost all the local dailies like The Times of India, on different

days during the period of the offer.

RETAIL PROMOTION MIX

ADVERTISING:

Advertising is recognized as an indispensable tool of promotion. It has acquired a

lot of significance in the national and international markets. With the advent of

globalization and liberalization its imperativeness in the Indian retail sector has

increased as a result of competition, latest technologies, and the rapidly changing

consumer lifestyles.

A. Objectives of Advertising:

Fundamental objective: To sell something –a product, service or an idea.

Major Objectives:

1. To promote a new product.

2. To warn the public against imitation of the retailer’s product.

3. To manage competition in the market.

B. Benefits of Advertisements:

1. Advertisement helps in creating awareness among the customer about the

existence, price, and availability of product.

2. Increases the utility of existing products.

3. It educates customer about new product and their diverse uses.


C. Types of advertising:

Informative Advertising:

Purchases of durable products are generally erratic and often too expensive to buy,

so the retailer spends a huge amount on informative advertising.

Classified Advertising:

It refers to messages, which are placed under specific headings and columns in

various magazines and newspapers.

2. PROMOTION:

Promotion can be loosely classified as "above the line" and "below the line"

promotion.

The promotional activities carried out through mass media like television, radio,

newspaper etc. is above the line promotion.

The terms ‘below-the-line-promotion’ refers to forms of non-media communication,

even non-media advertising.

Some of the examples of BTL promotions are by exhibitions, sponsorship activities,

public relations and sales promotions like giving free gifts with goods, trade

discounts given to dealers and customers, reduced price offers on products, giving

coupons which can be redeemed later etc.

DISCOUNT DAYS: To increase the sale retail stores has started various discount

offer days. As big bazaar is concern it has big days, PAHLI TARIKH, Wednesday

Bazaar, monthly saving bazaar, power of ten.

3. PERSONAL SELLING:

Persuasive communication between a representative of the company or promoter

and one or more prospective customers, designed to influence the person's or

group's purchase decision.


4. PUBLICITY OF PRODUCT:

Publicity non-personal communication in news story form about an organization, its

products or both, that is transmitted through a mass medium at no charge.

5. PUBLIC RELATION:

Public relation is the planned and sustained effort to establish and maintain goodwill

and mutual understanding between an organization and its target customers.

CUSTOMER:

Customer is a person who is willing to buy the product and supported by the enough

monetary power to pay for it. The customer buys a product to fulfill his demand. So,

the customer expects full satisfaction by the product for which he is paying.

CONSUMER:

One that consumes, especially one that acquires goods, services for direct use or

ownership rather than for resale or use in production and manufacturing. A consumer

is an end user.


A customer can in turn resell to a consumer.

For example, the customer can be a toy store who buys from a major brand

manufacturer of toy products. The toy store sells to a consumer - the end user.

CONSUMER BEHAVIOUR

Consumer behavior is the study of how people buy, what they buy and why they buy.

it attempts to understand the buyer decision making process, both individually and in

groups it studies characteristics of individual consumers such as demographics,

psychographics, and behavioral variables in an attempt to understand people wants.

It also tries to access influences on the consumer form groups such as family,

friends, reference groups, and the society in general.

Definition of consumer behavior:

The mental and emotional process and physical activities of people who purchase

and use products and services to satisfy their need and wants.

3.2. TYPES OF CUSTOMER:

To understand consumer behavior we need to break down shoppers into five main

types:

Loyal customers: They represent no more than 20 percent of our customer, but

make up more than 50 percent of our sales.

Discount customers: They shop out store frequently, but make their decisions based

on the size of our markdowns.

Impulse customers: They do not have buying a particular item at the top of their “to

do” list, but come into the store on a whim. They will purchase what seems good at

the time.


Need based customers: They have a specific intention to buy a particular type of

item.

Wandering customers: They have no specific need or desire in mind when they

come to the store. Rather, they want a sense of experience or/and community.

If we are serious about growing our business, we need to focus our effort on the

loyal customer, and the merchandise our store to leverage the impulse shoppers.

The other three types of customer represent a segment of our business, but they can

also cause us to misdirect our resources if we put too much emphasis on them.

Let me further explain the five types of customers and elaborate on on what we

should we doing with them.

Loyal customers:

Naturally, we need to be communicating with these customers on a regular basis by

telephone, mail, email etc. these people are the once who can influence our buying

and merchandising decisions. Nothing will make a Loyal customers feel better then

soliciting their input and showing them how much you value it. In my mind, you can

never do enough for them. Many times, the more you do for them, the more they will

recommend you to others.

Discount customers:

This category helps ensure your inventory is turning over and as a result, it is a key

contributor to cash flow. This same group, however, can often wind up costing you

money because they are more inclined to return product.

Impulse customer:

Clearly, this is the segment of our clientele that we all like to serve. There is nothing

more exciting then assisting an impulse shopper and having them respond favorably

to our recommendations. We want to target our displays towards this group because

they will provide us with a significant amount of customer insight and knowledge.


Need Based customer:

People in this category are driven by a specific need. When they enter the store,

they will look to see if they have that need filled quickly. If not they will leave right

away. As difficult as it can be to satisfy these people, they can also become Loyal

customer if they are well taken off.

Wandering Customer:

For many stores, this is the largest segment in terms of traffic, while, at the same

time, they make up the smallest percentage of sales. Keep in mind, however, that

although they may not represent of your immediate sales, they are a real voice for

you in the commodity. Many Wanders shop merely for the intervention and

experience it provides them. Since they are merely looking for interaction, they are

also very likely to communicate to others the experience they had in store.

Therefore, although wandering customers cannot be ignored, the time spent them

needs to be minimized.

3.3. BASIC MODEL OF CONSUMER DECISION MAKING

Stage Brief description

Problem recognition The consumer perceives a need and becomes

motivated to solve a problem

Information search The consumer searches for information required to

make a purchase decision.

Alternative evaluation The consumer compares various brands and

products.

Purchase decision The consumer decides which brand to purchase.


Post-purchase evaluation The consumer evaluates their purchase decision.

3.4. CUSTOMER SATISFACTION

A customer’s satisfaction is a function of the provider’s perceived performance and

the customer’s expectation.

Customer satisfaction, is a measure of how products and services supplied by a

company meet or surpass customer expectation.

Customer Satisfaction in 7 Steps

It's a well known fact that no business can exist without customers. In the business

of Website design, it's important to work closely with your customers to make sure

the site or system you create for them is as close to their requirements as you can

manage. Because it's critical that you form a close working relationship with your

client, customer service is of vital importance. What follows are a selection of tips

that will make your clients feel valued, wanted and loved.

1. Encourage Face-to-Face Dealings

This is the most daunting and downright scary part of interacting with a customer. If

you're not used to this sort of thing it can be a pretty nerve-wracking experience.

Rest assured, though, it does get easier over time. It's important to meet your

customers face to face at least once or even twice during the course of a project.

My experience has shown that a client finds it easier to relate to and work with

someone they've actually met in person, rather than a voice on the phone or

someone typing into an email or messenger program. When you do meet them, be

calm, confident and above all, take time to ask them what they need. I believe that if

a potential client spends over half the meeting doing the talking, you're well on your

way to a sale.


2. Respond to Messages Promptly & Keep Your Clients Informed

This goes without saying really. We all know how annoying it is to wait days for a

response to an email or phone call. It might not always be practical to deal with all

customers' queries within the space of a few hours, but at least email or call them

back and let them know you've received their message and you'll contact them about

it as soon as possible. Even if you're not able to solve a problem right away, let the

customer know you're working on it.

A good example of this is my cell phone. They've had some trouble with repairing my

handset which was in warranty period. Due to some parts problem they was not able

to give me on time. At every step I was called and told exactly what was going on,

why things were going wrong, and how long it would be before they will give my cell

phone back. They also apologized repeatedly, which was nice. Even they took time

to keep me informed, it didn't seem so bad, and I at least knew they were doing

something about the problems. That to me is a prime example of customer service.

3. Be Friendly and Approachable

A fellow Site Pointer once told me that you can hear a smile through the phone. This

is very true. It's very important to be friendly, courteous and to make your clients feel

like you're their friend and you're there to help them out. There will be times when

you want to beat your clients over the head repeatedly with a blunt object - it

happens to all of us. It's vital that you keep a clear head, respond to your clients'

wishes as best you can, and at all times remain polite and courteous.

4. Have a Clearly-Defined Customer Service Policy

This may not be too important when you're just starting out, but a clearly defined

customer service policy is going to save you a lot of time and effort in the long run. If

a customer has a problem, what should they do? If the first option doesn't work, then

what? Should they contact different people for billing and technical enquiries? If

they're not satisfied with any aspect of your customer service, who should they tell?

There's nothing more annoying for a client than being passed from person to person,

or not knowing who to turn to. Making sure they know exactly what to do at each


stage of their enquiry should be of utmost importance. So make sure your customer

service policy is present on your site -- and anywhere else it may be useful.

5. Attention to Detail (also known as 'The Little Niceties')

Have you ever received a Happy Birthday email or card from a company you were a

client of? Have you ever had a personalized sign-up confirmation email for a service

that you could tell was typed from scratch? These little niceties can be time

consuming and aren't always cost effective, but remember to do them.

Even if it's as small as sending a Happy Holidays email to all your customers, it's

something. It shows you care; it shows there are real people on the other end of that

screen or telephone; and most importantly, it makes the customer feel welcomed,

wanted and valued.

6. Anticipate Your Client's Needs & Go Out Of Your Way to Help Them Out

Sometimes this is easier said than done! However, achieving this supreme level of

understanding with your clients will do wonders for your working relationship.

Take this as an example: you're working on the front-end for your client's exciting

new ecommerce Endeavour. You have all the images, originals and files backed up

on your desktop computer and the site is going really well. During a meeting with

your client he/she happens to mention a hard-copy brochure their internal marketing

people are developing. As if by magic, a couple of weeks later a CD-ROM arrives on

their doorstep complete with high resolution versions of all the images you've used

on the site. A note accompanies it which reads:

"Hi, you mentioned a hard-copy brochure you were working on and I wanted to

provide you with large-scale copies of the graphics I've used on the site. Hopefully

you'll be able to make use of some in your brochure."

Your client is heartily impressed, and remarks to his colleagues and friends how very

helpful and considerate his Web designers are. Meanwhile, in your office, you lay

back in your chair drinking your 7th cup of coffee that morning, safe in the knowledge

this happy customer will send several referrals your way.


7. Honor Your Promises

It's possible this is the most important point in this article. The simple message: when

you promise something, deliver. The most common example here is project delivery

dates.

Clients don't like to be disappointed. Sometimes, something may not get done, or

you might miss a deadline through no fault of your own. Projects can be late,

technology can fail and sub-contractors don't always deliver on time. In this case a

quick apology and assurance it'll be ready ASAP wouldn't go amiss.

Conclusion

Customer service, like any aspect of business, is a practiced art that takes time and

effort to master. All you need to do to achieve this is to stop and switch roles with the

customer. What would you want from your business if you were the client? How

would you want to be treated? Treat your customers like your friends and they'll

always come back.

RESEARCH OBJECTIVE

Main objective of the study is to find out the buying behavior of the customers.

Some extensive objectives are

1. To determine the current status of Big Bazaar.

2. To find out the customers response towards Big Bazaar.

3. To study the satisfaction level of customers in different attributes of Big Bazaar.

4. To know the catchment area of the store

5. To identify the frequency of customer visit


6. To give some idea to Big Bazaar that will give an edge to make customer

services more better.

Other objectives are:

1. To relate various concepts studied in first two semesters to a real organizational

environment

2. To build up confidence and improve adaptability

3. To understand Retail & Marketing concepts better

4. How to interact with different categories of people

5. To understand the corporate world and its life

RESEARCH METHODOLOGY

Technology and customers tastes and preferences play a vital role in today’s

generation. Research Methodology is a set of various methods to be followed to find

out various information regarding market strata of different products. Research

Methodology is required for every industrial service industries for getting acquire

knowledge of their products.

PERIOD OF STUDY:


This study has been carried out for a maximum 45 days.

AREA OF STUDY:

The study is exclusively done in the area of marketing. It is a process requiring care,

sophistication, experience, business judgment and imagination for which there can

be no mechanical substitutes.

This study was done in big bazaar which is situated in Jaipur, Jaipur.

SAMPLING:

Sampling is the process of selecting units (e.g., people, organizations) from a

population of interest so that by studying the sample we may fairly generalize our

results back to the population from which they were chosen.

SAMPLING METHODS

Before an organization conducts primary research it has to be clear which

respondents it wishes to interview. A company cannot possibly interview the whole

population to get their opinions and views. This simply would be too costly and

unfeasible. A sample of the population is taken to help them conduct this research.

To select this sample there are again different methods of choosing your

respondents, a mathematical approach called 'probability sampling' and a non-

mathematical approach, simply called 'non-probability sampling'. Let’s look at these

in a little more detail.


PROBABILITY SAMPLING METHODS –

A mathematical chance of selecting the respondent

Simple Random Sampling

With this method of sampling the potential people you want to interview are listed

e.g. a group of 100 are listed and a group of 20 may be selected from this list at

random. The selection may be done by computer.

Systematic samples

Out of the 100 people we talked about above, systematic sampling suggests that if

we select the 5th person from the above list, then we would select every 5th, 10th,

15th, 20th etc. The pattern is the every consecutive 5th. If the 6th person was

selected then it would be every consecutive 6th.

Multi-Stage Samples

With this sampling process the respondents are chosen through a process of defined

stages. For example residents within Islington (London) may have been chosen for a

survey through the following process:

Throughout the UK the south east may have been selected at random, ( stage 1),

within the UK London is selected again at random (stage 2), Islington is selected as

the borough (stage 3), then polling districts from Islington (stage 4) and then

individuals from the electoral register (stage 5).

As demonstrated five stages were gone through before the final selection of

respondents were selected from the electoral register.

N0N PROBABLITY SAMPLES:

Convenience Sampling


Where, the researcher questions anyone who is available, this method is quick and

cheap. However we do not know how representative the sample is and how reliable

the result.

Quota Sampling

Using this method the sample audience is made up of potential purchasers of your

product. For example if you feel that your typical customers will be male between 18-

23, female between 26-30, then some of the respondents you interview should be

made up of this group, i.e. a quota is given.

Dimensional Sampling

An extension to quota sampling, the researcher takes into account several

characteristics e.g. gender, age income, residence education and ensures there is at

least one person in the study that represents that population. E.g. out of 10 people

you may want to make sure that 2 people are within a certain gender, two a certain

age group who have an income rate between £25000 and £30000, this will again

ensure the accuracy of the sample frame again.

SAMPLING PROCEDURE:

The random sampling is done because any probability sampling procedure would

require detailed information about the universe, which is not easily available further,

it being an exploratory research.

SAMPLING SIZE: The sampling size of the study is 150 users.

DATA:


The term data refers to groups of information that represent the qualitative or

quantitative attributes of a variable or set of variables. Data are typically the results

of measurements and can be the basis of graphs, images, or observations of a set of

variables. Data are often viewed as the lowest level of abstraction from which

information and knowledge are derived. Raw data refers to a collection of numbers,

characters, images or other outputs from devices that collect information to convert

physical quantities into symbols, that are unprocessed.

DATA COLLECTION:

PRIMARY DATA:

Data is collected from various customers through personal interaction. Data is

collected by survey, formal discussion and observation with different respondents.

SURVEY METHOD: Data are usually collected through the use of questionnaires.

The data is collected by mean of simple survey done in the retail store of the

customers.

OBSERVATION OF CONSUMER: Observation of customers is often a powerful tool.

Looking at how consumers select products may yield insights into how they make

decisions and what they look for. Observing consumers, tells about:-

What is he looking in the product?

Is he brand loyal?

Is he more or less price sensitive?

Is he more interested in packaging, manufacturing, etc

Observation may help us determine how much time consumers spend comparing

prices, or whether nutritional labels are being consumer.


http://en.wikipedia.org/wiki/Character_(computing)

http://en.wikipedia.org/wiki/Number

http://en.wikipedia.org/wiki/Abstraction

http://en.wikipedia.org/wiki/Image

http://en.wikipedia.org/wiki/Graph_(data_structure)

http://en.wikipedia.org/wiki/Variable_(mathematics)

SECONDARY DATA:

Secondary data was collected through internet sources, research papers, and

published reports by various institutions.

RESEARCH DESIGN –

The research work is exploratory in nature, and is meant to provide the basic

information required by research objectives. It is a preliminary study based on

primary data and the findings can be consolidated after a detailed conclusive study

has been carried out.

LIMITATION OF THE STUDY

Preparation of a project report and concluding a research is a whole process which

is carried out in a number of steps. Therefore throughout the whole process of

research there are a number of difficulties encountered by researcher, at every step.

In the present study we may assume following limitation.

Data don’t represent entire population behavior.

It is very difficult to measure perception by means of mathematical calculation.

This research was done in Jaipur city only hence this Conclusion is valid only

for Jaipur.


It was assumed that respondent have the knowledge about big bazaar but if

he do not have proper knowledge then result may come wrong.

The respondent view point on the study/questionnaire purely judgment and

may be induced by other reasons also.

DATA ANALYSIS

1. AGREE WITH PUNCH LINE

As big bazaar says “IS SE SASTA AUR ACHCHHA KAHI NAHI”, does big bazaar

match this?

TABLE 1. SHOWING AGREE WITH PUNCH LINE.

No. of respondant Percentage

YES 104 69.33

NO 46 30.66


Inference:

From the above table it is clear that the 69.33% majority of respondent agree with

the punch line and 30.66% not agree with big bazaar punch line.

2. STATE-OF-ORIGIN OF RESPONDENTS:

Table 2. Showing the state-of-origin of respondents……….

No. Region No. of Respond Percentage

1 Karnataka 53 35.33

2 Tamil Nadu 13 8.6

3 AP 20 13.33

4 Kerala 14 9.3

5 North India 60 40


Inference:

From the above table it is clear that the 40% majority of respondent belongs to north

India, and 35.33% customer belong to Karnataka where store is located and

remaining 13.33%(AP), 9.3%(Kerala), 8.6%(Tamil Nadu).Here one thing which, I

would like to add is that, respondents who is belonging to other then these five

regions like west Bangal I have add that in north India, so due to that north India may

have major part. And

3. AWARENESS ABOUT THE REGION SPECIFIC PRODUCTS

Table 3

No. of Respondents Percentage

Aware 57 38

Not aware 93 62


Inference:

From the above table it is clear that the only 38% customer are aware about the

region specific product and 62% majority of respondent is not aware about the region

specific product. Big bazaar is trying to come with some region specific product but

there is a need of advertise such product..

4. BILLING SIZE

Table-4

Billing Value No. of respondent Percentage

Less than 500 34 22.66

500-1500 65 43.33

1500-3000 39 26

3000-5000 10 6.66

Above 5000 2 1.33


Inference:

From the above table it is clear that 43.33% majority of people are having their billing

size between 500 to 1500 for shopping at big bazaar and 26%people are having

3000-5000.

5. RATING FOR THE STORE

5.1. ABOUT PRICE

Table-5

Rating No. of respondent Percentage

Very good 14 2.66

Good 89 59.33


Average 45 30

Bad 2 1.33

Inference:

From the above table it is clear that 59.33% majority of customers think that the price

is reasonable and 9% customer think that price is very reasonable and remaining

30% think that prices are fairly reasonable only 1.33% think that the price is bad.

5.2. ABOUT QUALITY:

Table-6


Very good 10 07%

Good 73 48%

Average 61 40%

Bad 08 05%


Inference:

From the above table it is clear that 48% majority of customers think that the quality

of products is good and 5% of customers think that quality is bad, but still there is a

need to improve the quality because only 7% customer thinks that quality is very

good and we should know that quality plays an important role for the product.

5.3. ABOUT AVAILABILITY

Table-7


Very good 35 23.33%

Good 64 42.66%

Average 38 25.33%

Bad 13 08.66%


Inference:

From the above table it is clear that 42.66% majority of customers think that the

product availability is good and 8.66% of customers think that the product availability

is bad.

5.4. ABOUT DISCOUNT OFFERS:

Table-8


Very good 39 24.52%

Good 71 44.65%

Average 46 28.93%

Bad 3 01.88%


Inference:


discount offers are good and 1.88% of customers think that discount offers are bad.

Here 24% customer thinks that discount offers are very good which is a good thing

for Big Bazaar.

5.5. ABOUT PRODUCT DISPLAYS:

Table-9


Very good 25 16.66%

Good 103 68.66%

Average 18 12%

Bad 4 02.67%


Inference:


product display is good and 2.67% of customers think that product displays is bad.

5.6. ABOUT STAFF BEHAVIOUR:

Table-10


Very good 25 16.66%

Good 76 50.66%

Average 38 25.33%

Bad 11 07.33%


Inference:

From the above table it is clear that 50.66% majority of customers think that the staff

behavior is good and 7.33% of customers think that behavior is bad, but we can’t

ignore this because for the retention of the customer it is an important factor.

5.7. ABOUT BILLING SPEED:

Table-11


Very good 10 07.40%

Good 32 23.70%

Average 75 55.55%

Bad 18 13.33%


Inference:


billing speed is average and 13.33% of customers think that it is bad so there is a

need to increase the cash counter specially on the business days. Here if a customer

wants to purchase few items then he will think, not to come because now nobody

has time for waiting for the billing.

5.8. ABOUT STORE ENVIRONMENT:

Table-12


Very good 21 14%

Good 95 63.33%

Average 31 20.67%


Bad 3 02%

Inference:

From the above table it is clear that 63.33% majority of customers think that the store

environment is good and 2% of customers think that store environment is bad.

6. CUSTOMER PREFERENCE ABOUT VARIOS ATTRIBUTES:

Table:13

Attributes/Rank 1st 2nd 3rd 4th 5th

Brand 29 19 18 41 43


Price and discount 23 21 67 16 23

Quality & Value for

Money

20 70 18 26 16

Durability & After sales

service

15 14 17 53 51

Need 63 26 30 14 17


Inference:

Customer preference about attributes while shopping, Analysis shows that 42% of

respondents has given 1st preference to need and following by 19.33% (brand),

15.33% (price), 13.33% (quality), 10% (durability).

2nd preference 46.66% (quality), 17.33% (need), 14% (price), 12.66% (Brand) and

9.33% (durability)

3rd preference 44.33% (price), 12% (brand), 12% (quality), 11.66% (durability), 10%

(need)

4th preference 35.33% (durability), 27.33% (brand), 17.33% (quality), 10.66% (price)

and 9.33% need

5th preference 34% (durability), 28.66% (Brand),15.33% (Price) 11.66% ( need),

10.66% (quality)


7. FREQUENCY OF VISITING BIG BAZAR

Table-14

FREQUENCY

OF VISITING Weekends Wednesday

Once in

15 days

once in a

month Any time

NO. OF

RESPONDENT 45 15 23 27 40

PERCENTAGE 30% 10% 15.33% 18% 26.67%

Inference:


From the above table it is clear that 30% of customers visit frequently on weekends

and 10% of customer visit on Wednesday. Here may be one thing that the customer

who visit once in 15 days or once in a month, he can also come on weekends and

Wednesday also.

8. MEDIUM FOR KNOWING THE OFFERS:

Table-15

Medium No. of Respondents

News Paper 86

Word of mouth 32

Hoardings 5

Announcement in store 19

Pamphlets distributed 0

TV/radio 10


Inference:

From the above table it is clear that news paper is the most effective medium of

knowing the offers and word of mouth is also calculative factor. Here, advertisement

in news paper is in the hand of management of big bazaar so there is a need to

advertise in news papers more and more.

9. AVERAGE TIME SPENDING FOR SHOPPING AT BIG BAZAAR

Table-16

Distance No. of Respondents Percentage

Less than 2 km 52 34.66

2-5 km 50 33.33

5-10 km 45 30

More than 10 km 18 12


Inference:

From the above table it is clear that 34.66 percent customer live within 2 km area,

33.33% live in 2-5km and 30 percent live in 5-10km. so ther is not a big difference in

the percentage of customers staying, we can say that till 10 km, big bazaar is able to

pull the customers.

10. OTHAR STORE VISITING BY THE CUSTOMER

Table-17

Store No. of respondents Percentage

Mega mart 52 17

Reliance fresh 105 35

Food world 38 13

Total 27 9

More 50 17

Others………. 28 9


Inference: From the above table it is clear that 35% majority of customer visit or

shops from reliance fresh, so it is the major competitor for big bazaar and for food

bazaar mostly, behind it the region may be reliance fresh stores are located every

where and second major competitor are mega mart and more because mega mart

store is also located near to big bazaar, Jaipur so customer who visit the big bazaar

can go for that.

11. AGE OF THE CUSTOMER

Table- 18

AGE IN YEARS Less than

20

Between 20

to 30

Between 30

to 40 Above 40

NO. OF

RESPONDENTS 26 60 50 15

PERCENTAGE 17.33% 40% 32.66% 10%


Inference:

I met with people having different age groups. The people that I have met most

belong to age group 20-30 years and having 40% and people belonging to age

group above 40 years is having least 10%. People in the age group of 30-40 years is

having 33%

SWOT ANALYSIS

STRENGTHS

Thorough understanding of the needs of Indian consumers.

Vast range of products under one roof.

Benefit of being pioneer in the Indian retail industry.

Superior quality goods are available at reasonable prices.


Fast growing Indian middle class with reasonably good purchasing power.

It has a good brand name.

WEAKNESSES

High cost of operation due to large fixed costs.

Very thin margin of profit

High attrition rate of employees.

Stiff competition from traditional (unorganized sector)

OPPORTUNITIES

Potential rural markets.

Can enter into production of various products due to its in depth

understanding of customer’s taste and preferences

Scope of expansion in smaller cities as there is a lot of opportunities.

There remains a large future scope for the retail industry in India, as incomes

rise and consumption increases


The opportunity for widening the business all over India because Big Bazaar

opens new stores in untapped markets, such as smaller or second tier cities

such as Sangre, Belgaum and Mysore.

THREATS

Government Policies encouraging the unorganized sector will affect adversely

the big players.

High taxes in India suppress consumption

Smaller specialty shops and informal shops are sometimes able to avoid

taxes, offering lower total prices to customers.

CONCLUSION

Conclusions followed by recommendations form the basis of the report more solid.

The conclusion proves the analysis that is carried out in the report and on the basis

of these conclusions, recommendations are given.

During the course of the study it was found that big bazaar is lacking popularity due

to the less concentration on the management of customer data base.


In the survey and analysis it was found that the Buying Behavior of the customers

depends on variety of factors like Need, Cost, Quality, Durability, Product range and

some other factors.

Advertisements

The organization should also concentrate upon the Advertisement strategies

and should come up with the innovative ads.

Name recall amongst the Consumer Categories is low because of less

frequency of the TV advertisements.

The organization should have customer data base so that information about

offers can be conveyed to the customer and customer segregation can also

be done.

The Retailing industry is booming. In order to tap the potential market, the

Company can advertise in a magazine named like ‘Daily news record’. This

will help in showcasing the products of the magazine. This can add an extra

spice to sales.

Place

Food bazaar has less stores in comparison to Reliance fresh. So increasing

the stores increase the availability in the market because a customer wants to

purchase food items mostly near to the home. We can see the traffic problem

in city so he do not thinks well to go far for daily required items.

RECOMMENDATIONS

Human Resource

The organization should concentrate on human Resources, training &

development. It should provide proper training to the staff and as well as to the

promoters because promoter who are in the store they are also the part of

organization. They should have proper communication skill, product knowledge


and they should also be aware about the sections which are in store so that they

can response to the customer easily.

If a new promoter comes then company should give a small brief about the rule

and regulation before sending him/her on the floor.

Product

Organization should focus on the availability of the product which is demanded by

the customer more or less instead of focusing on the profitable brands only.

As big bazaar is known for cheaper and better but there is a need to increase the

quality. For example, fashion department has not too much quality garment.

Prize & promotion

Company should focus on their Price. It should know the competitors price

and according to that there should be a proper action to decide the price and

discount offers.

Customer services

On the weekends mostly, there is long queue for the billing which takes a

huge time so there should be an increment in the number of cash counters.

From the analysis it is clear that more than 50% customers live within 5km

area, so if it possible big bazaar should increase its home delivery distance.

On the business days again it is seen that there is a queue in front of lift so

there is a need to solve the problem by using escalator or big size lifts

because due to this customer do not want to go on the above floor and these

floor are having high value product.

APPENDICES

QUESTIONNAIRES

1. As big bazaar says “IS SE SASTA AUR ACHCHHA KAHI NAHI”, does big bazaar

match this? a. yes b. no

2. Which native (state) do you belong ?


a. Karnataka b. Tamil Nadu c. AP d. Kerala e. North India

3. Are you aware about your Region specific product which is available in store?

a. yes b. no

If yes, what you purchase

………………………………………………………………………………………………..

4. How much on average do you spend on your planned shopping (one time) at big

bazaar?

a. less than 500 b. Rs.500-1500 c. Rs.1500-3000

d. Rs3000-5000 e. Rs5000 and above

5. How would you rate the following in our store?

Very good Good Average

Bad

a. Prices

b. Quality

c. Availability

d. Discount offers

e. Product displays

f. Staff behavior

g. Billing speed

h. Store environment


6. Features you look in a product before making purchase ?

Give preferences (1-Highest, 5- least)

Brand

Price and Discount

Quality & Value for money

Durability and After sales service

Need

7. How frequently do you visit our store?

a. Weekends b. Wednesday C. Once in 15 days

d. Once in a month e. Any time

8. How do you come to know about the offers?

a. Newspapers b. Word of mouth c. hoardings

d. announcement in store e. pamphlets distributed f. TV/radio

9. How much time do you spend for shopping in Big-bazaar ?

a.1 hour b.1-2 hours c. 2-3 hours d. more than 3 hours

10. How much distance do you travel to come here ?

a. less than 2 km b. 2-5 km c. 5-10km d. more than 10 km

11. What other store do you visit other then big bazaar? (You can choose multiple

opt.)

a. mega mart b. Reliance fresh c. food world d. Total e. more

f. other………………

Anything you found better than big bazaar

there………………………………………………

………………………………………………………………………………………………….


12. What attracts you for shopping at big bazaar ?

…………………………………………………………………………………………………..

13. Any suggestion to service you better.

…………………………………………………………………………………….………….

…………………………………………………………………………………………………

…..

-------------------- Tell us a little more about your self ------------------------

Name…………………………………………. age……… sex:

M/F……………………. Mob no…………………................

Occupation…………………………..............................

Monthly family

income…………………………………………………………………………


BIBLOGRAPHY

BOOKS:

KOTLER PHILLIP,KELLER KELVIN

Marketing Management, Pataparganj, Delhi, Dorling Kindersley(India) Pvt.Ltd , 2007,

KUMAR ARUN AND MEENAKSHI N

Marketing Management, Naraina, New Delhi, Excel Books Pvt. Ltd.

Consumer behavior, produced by excel books pvt. Ltd. For AIMA-CME

INTERNET:

www.financialexpress.com/news/Future-Group-to-hive-off-Big-Bazaar/

www.fibre2fashion.com/face2face/pantaloon/kishorebiyani.asp

www.thehindubusinessline.com/iw/2005/12/25/stories/


http://www.thehindubusinessline.com/iw/2005/12/25/stories/

http://www.fibre2fashion.com/face2face/pantaloon/kishorebiyani.asp

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